Iran could be a
bonanza for the Pakistani exporters of mango and Kinno.

By
AMANULLAH BASHAROct 03 - 09, 2005

Pakistan has sent first consignment of 50 tons of
mangoes to Iran during the mango season this year. This consignment of
Chaunsa variety of mangoes was sent under the supervision of Pakistan
Horticulture Development & Export Board.

According to the Chief Operating Officer of the
Board, the Iranian government had also allowed the import of 6,020
tons of mango from Pakistan and issued permits to different parties.

It may be recalled that Iran used to be the major
buyer of Pakistani mangoes, which was later lost to other competitors
obviously due to lack of proper marketing and quality concerns.

With the signing of a memorandum of understanding (MOU)
with Iran, Pakistan is now on its way to retrieve the situation and
its yearly mango export could go up to 100,000 tons in due course of
time.

The latest consignment was delivered at the Bandar
Abbas seaport as Iran had quarantine facilities only at the seaport
and airports. It is yet to establish such facility at land entry
points. Once the land quarantine facility is established at entry
points, mangoes could be sent through land routes, making them more
competitive in the Iranian market.

An Iranian team had also visited Pakistan and
cleared all of its quarantine and other procedural requirements;
Insurance process of mango consignments has also been started to cover
all risks in the process. The cumulative effect of all these factors
should encourage more exports and help Pakistan recover its lost
ground in the Iranian market.

The Chief Executive Officer of the Board said that
Iran would be a bonanza for the Pakistani exporters of mango and Kinno.

On his return from Iran, where he led a Pakistani
delegation to explore possibilities of exporting mangoes and Kinnos,
he said that Iranian importers have placed bulk trial orders for
Pakistani mango and Kinno. Now, it is up to the Pakistani exporters to
pull their stocks up and practically create capacity to handle such
orders, which would only grow with the quality and meeting the export
commitments on time.

The delegation of Pakistani exporters accompanied
by Sadiq had one-to-one meetings with the importers in Iran. They also
had detailed meetings with the Iranian trade officials and members of
the chambers of commerce and industry. Fruits will be exported to Iran
under a protocol signed between both the countries regarding quality,
standards, storage preservation and certification of mangoes and Kinno.

SHANGHAI CAMPAIGN

A three-day promotion campaign was launched to
introduce Pakistani mangoes in Shanghai recently. The Consulate
General of Pakistan at Shanghai imported Pakistani mangoes, especially
Chaunsa, which were presented to local government leaders, various
trade chambers and commercial organizations and fruit importers.

An introductory free tasting of Pakistani mangoes
was organized at Shanghai's largest shopping centre (Carrefour)
located in the center of the town. A large number of Chinese and
foreign nationals visited the mango display booth to taste mangoes.
Free tasting of Pakistan's juicy mangoes was also arranged at
restaurants at Nanjing road. Initial response was encouraging and
almost all those who tried the mangoes highly appreciated the taste
and flavor, saying this was the best mango they have ever tasted. The
manager of the supermarket and the hotel owners were surprised at the
customers' overwhelming response and decided to import mangoes from
Pakistan.

PAK MANGOES IN SWEDEN

Another 3-day mango festival of mango associated
with salads, ice cream, shakes and other delicacies was also arranged
to introduce mangoes in high-income customer venues in Sweden.

The President and the Prime Minister of Pakistan
introduced the mangoes in their messages, which were read on that
occasion. It is believed that such exhibitions and festivals for
introducing Pakistani fruits especially mangoes and Kinno may
significantly add to the exports of the country.

Pakistan citrus fruits are the most important fruit
crops grown on the area of 160,000 hectares with an annual production
of 1.5 MMT. Citrus fruit is grown in all four provinces of Pakistan
but Punjab produces over 95% of the crop because of its greater
population, favorable growing conditions and adequate water. Citrus
are divided into different groups - sweet oranges, mandarin,
grapefruit, lemon and lime - which are being grown commercially.

Apple is another important fruit of temperate
climate and is very popular in the world. It was cultivated in Greece
as early as 600 BC or earlier. During the time a number of wild
varieties were known. Animals into Europe perhaps spread those
varieties before much cultivation was practiced.

In Pakistan, apples are grown as Commercial Fruit
Plants in Balochistan and N.W.F.P., since a long time ago. Because of
its attractive income the growers in Swat, Dir, Mansehra, Para Chinar,
Chitral, Hunza, North and South Waziristan Agencies took up apple
plantation.

District Swat covers an area of approximately 4000
square miles in the Malakand Division. The area is mainly a river
valley surrounded by mountains, which also have fertile valley
feedings into the main Swat Plain. District Swat is the most important
of all the apple producing districts of N.W.F.P. Next in importance
comes the districts of Mansehra, Dir, Abbottabad, Chitral and Hunza.